Labubu, a quirky plush toy by Hong Kong artist Kasing Lung and Pop Mart, has become a global sensation. Fueled by celebrity fans and social media, it drives Pop Mart’s international growth—turning from a niche collectible into a cultural and business phenomenon worldwide.
A quirky, mischievous-looking plush toy named Labubu has exploded in popularity, captivating fans around the world and redefining what it means to be a collector's item in the age of social media. Created by Hong Kong artist Kasing Lung and brought to life by Chinese toy company Pop Mart, Labubu has transformed from a niche designer figure into a global pop culture sensation.
Labubu first appeared in 2015 as part of Pop Mart’s "The Monsters" series, but its rise to fame accelerated in 2019. The toy's popularity skyrocketed after it was featured by global celebrities such as Lisa from BLACKPINK, sparking viral interest across Asia. In Thailand, the fascination reached such heights that Labubu was officially adopted as a tourism mascot in 2024, with themed merchandise and pop-up stores attracting locals and tourists alike.
Pop Mart has leveraged Labubu’s popularity to drive a global expansion strategy. The company now operates over 450 stores worldwide, with a strong presence in the United States, Europe, and Southeast Asia. In 2025, international sales are expected to surpass domestic revenue for the first time, marking a significant milestone for the company and highlighting Labubu’s key role in its success.
The popularity has been accelerating with such a great speed that in May 2025, Pop Mart temporarily suspended in-store sales of Labubu dolls across all 16 UK locations due to safety concerns. The surge in demand led to overcrowding and even customer altercations at its Soho flagship store. Videos on social media platforms showed long queues forming from early morning hours, with resellers buying multiple Labubus to resell at significantly higher prices. Some rare versions fetched hundreds of pounds on secondary markets. Pop Mart plans to resume sales in June with a more structured and equitable purchasing system
Despite facing external economic pressures such as rising tariffs and manufacturing costs, Pop Mart has maintained its momentum. The company has adjusted pricing and shifted parts of its production to Vietnam in an effort to reduce costs and stay competitive abroad. Labubu alone contributes to nearly a quarter of Pop Mart’s revenue, underlining its vital importance to the brand.
Labubu isn’t just a toy, it’s become a cultural statement. International fashion-forward figures like Rihanna and Dua Lipa have been seen accessorizing with Labubu-themed items, boosting the toy’s profile among style-conscious Gen Z consumers. With its intentionally strange, “ugly-cute” design, Labubu resonates with a younger generation that values individuality, nostalgia, and a sense of playful rebellion.
Limited-edition releases and blind-box formats have further intensified demand. Some rare Labubu figures are resold online at premium prices, creating a booming secondary market. As with any hot commodity, counterfeit versions, especially a knockoff called “Lafufu” have begun circulating, with some fans ironically embracing these imitations for their oddball charm.
Labubu’s rise reflects broader shifts in global consumer culture, where adults now dominate much of the toy-collecting market. Online communities have sprung up on TikTok, Instagram, and Reddit, where fans share unboxing videos, styling tips, and display collections with pride. In Thailand and beyond, Labubu has even taken on a role in cultural campaigns and events, cementing its place beyond the realm of simple merchandise.
Pop Mart has also actively been expanding its presence in the Middle East, introducing Labubu to new audiences. The company has launched online sales platforms catering to the region, offering a variety of Labubu collectibles. This strategic move aligns with Pop Mart's broader goal of becoming a global cultural and consumer brand, with overseas markets projected to exceed 10 billion yuan in revenue by 2025.
Labubu's journey from an obscure designer toy to an international phenomenon illustrates the power of social media, celebrity influence, and emotional nostalgia in deciding today’s consumer trends. More than just a collectible, Labubu represents a new wave of global pop culture where art, fashion, and fandom converge.
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